Reputation, PR monitoring and evaluation

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New study shows real-time social engagement during the Olympics was a big opportunity for brands to reach a truly global audience

Data from the Kantar Twitter TV Ratings shows that the Rio 2016 Olympics Opening Ceremony was the most tweeted-about broadcast in the UK, Spain, Brazil and the Philippines and Turkey, with 491,462 unique authors sending 4,438,527 Tweets, making a massive total of 445,265,149 impressions across all 5 markets.

Tennis player Rafael Nadal took social media gold as his Tweet of a photo of himself standing in the stadium stating he was proud to represent Spain in Rio, was Retweeted 9,100 times and made 1,500,000 million impressions – the most out of any Tweet across all 5 countries within the live broadcast window*.

In the UK, a selfie of Team GB ready to watch the ceremony posted by Olympic diver Tom Daley took the top spot with 430,500 impressions. Whereas brand competitions requesting Retweets to enter took the most Retweeted spots with Tweets from Aldi and Jury’s Inn Hotels ranking 1st and 2nd.

The Tweet that made the most impressions in host nation Brazil came from Thiago Pasqualotto, a TV presenter and popular personality on Twitter. He tweeted a photo of Gisele Bündchen stating ‘DONA DO BRASIL’ or, ‘She’s the owner of Brazil’. It received 11,900 Retweets and made 849,200 impressions during the broadcast window.